As Apple Inc.’s investment bank, Goldman Sach Group Inc. has raised tens of billions of dollars for the technology company. Now, Goldman wants to bank Apple’s customers, too—with a ticket size of a few hundred dollars at a time.

The Wall Street firm is in talks to offer financing to shoppers buying phones, watches and other gadgets from Apple

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 , people familiar with the matter said. Customers purchasing a $1,000 iPhone X could take out a loan from Goldman

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  instead of charging it to credit cards that often carry high interest rates.

Talks between the tech giant and the investment bank are continuing and could still fall apart. A spokesman for Goldman declined to comment. Apple didn’t respond to requests for comment.

The partnership would be a coup for Goldman as it tries to grow its new consumer bank. Better known as an elite adviser to corporations and governments, Goldman is embracing retail banking and plain-vanilla lending in pursuit of growth as some traditional areas of strengths, namely trading, slump.

An expanded version of this report appears at WSJ.com

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